Spanish Opposition Faces Court Fight Over Viral AI Ad Featuring Prime Minister's Wife

Voters in Spain face a new layer of complexity in the upcoming election after the conservative People's Party released an advertisement using artificial intelligence to recreate the faces of prominent Socialist figures. The clip, which circulated on social media channels this week, has accumulated nearly two million views and triggered a formal legal challenge from one of the individuals depicted.

The advertisement features an AI-generated version of Begoña Gómez, the wife of Prime Minister Pedro Sánchez, discussing her university appointment. It also includes a deepfake of former Prime Minister José Luis Rodríguez Zapatero speaking about hiding jewelry in a safe. Both segments reference ongoing investigations into their respective subjects. Neither Gómez nor Zapatero has admitted to wrongdoing, and the video relies on these existing legal inquiries to frame its narrative.

Leire Díez, a former member of the Socialist party whose image was used in the clip, filed a court complaint against the People's Party on Friday. She requested the immediate removal of the advert and accused the party of defamation and digital identity theft. Her claim centers on the video's use of her likeness to imply she worked to undermine the judiciary and law enforcement to benefit her former party.

Legal experts suggest the People's Party may have strong defenses. Nine legal professionals consulted by El País generally agreed that the video is not illegal because it was labeled as AI-generated and maintained a satirical tone. Juan Antonio Lascuraín, a criminal law professor at the Autonomous University of Madrid, noted that legality is distinct from ethical or political appropriateness. Íñigo Navarro, a former dean at Madrid's Comillas Pontifical University, argued that the context made it clear to viewers that the figures were not actually speaking.

Despite the legal view, political reaction has been sharp. Digital transformation minister Óscar López told broadcaster TVE that the party was telling a colossal lie through its official accounts. He criticized the AI label at the bottom of the clip, describing it as tiny and nearly transparent, which he warned could mislead viewers unfamiliar with artificial intelligence tools.

The controversy fits into a global trend of AI use in politics. A recent report by the Wesleyan Media Project identified more than 200 AI-generated ads in the United States ahead of midterm elections, most tied to Republican candidates. Erika Franklin Fowler, co-director of the project, noted that spending on such ads was less than $50,000 in the 2024 cycle, but current usage often lacks disclaimers.

The People's Party has dismissed the outrage. Party figure Borja Sémper stated that a problem exists only if there was malicious intent to make viewers believe the characters were real. He argued that the video clearly uses digital tools to highlight Socialist hypocrisy. Most polls indicate the People's Party will win the election on November 29, though they will likely need support from the far-right Vox party to form a government.